IDENTIFYING LEISURE TRAVEL MARKET SEGMENTS BASED ON PREFERENCE FOR NOVELTY

Figures & data

Table 1. Demographic Profile

Category		%
Gender	Female	38.4
(n  =  354)	Male	61.6
Age	17–30	7.9
(n  =  343)	31–45	29.4
	46–60	39.1
	61–75	17.8
	⩾ 76	5.8
Marital Status	Never Married	9.2
(n  =  348)	Now Married	78.2
	Divorced	4.9
	Widowed	5.2
	Living with Partner	2.6
Number of Children Presently	1	35.6
Living in House	2	41.1
(n  =  146)	3	19.2
	4	2.7
	5	1.4
Education Level	< High School	3.1
(n  =  351)	High School	11.4
	Some College	14.8
	2 yr./Vocational	8.0
	Bachelors degree	31.1
	Graduate degree	31.6
Annual Household Income Level	Less than $40,000	14.7
(n  =  333)	$40,000–$59,999	18.6
	$60,000–$79,999	15.6
	$80,000–$99,999	14.7
	$100,000–$119,999	10.8
	$120,000–$139,999	7.5
	$140,000–$159,999	5.1
	$160,000 or more	12.9

Table 2. Frequency of General Interest/Visitation Questions

Australia	Frequency	Yes	No
Have you ever visited Australia? (n  =  358)		28	330
	%	7.8	92.2
		Not at all	A little	Somewhat	Quite	Extremely
How familiar are you with Australia as a vacation destination? (n  =  358)	Frequency	118	57	136	32	15
	%	33.0	15.9	38.0	8.9	4.2
How interested are you in Australia as a vacation destination? (n  =  357)	Frequency	77	42	101	80	57
	%	21.6	11.8	28.3	22.4	16.0
How much do you know about Australia as a vacation destination? (n  =  357)	Frequency	93	91	131	32	10
	%	26.1	25.5	36.7	9.0	2.8
How knowledgeable are you about vacation travel in Australia relative to the rest of the U.S. population? (n  =  356)	Frequency	115	96	92	33	20
	%	32.3	27.0	25.8	9.3	5.6
Japan	Frequency	Yes	No
Have you ever visited Japan? (n  =  358)		53	305
	%	14.8	85.2
		Not at all	A little	Somewhat	Quite	Extremely
How familiar are you with Japan as a vacation destination? (n  =  356)	Frequency	190	73	73	12	8
	%	53.4	20.5	20.5	3.4	2.2
How interested are you in Japan as a vacation destination? (n  =  356)	Frequency	163	62	81	32	18
	%	45.8	17.4	22.8	9.0	5.1
How much do you know about Japan as a vacation destination (n  =  356)	Frequency	187	91	50	22	6
	%	52.5	25.6	14.0	6.2	1.7
How knowledgeable are you about vacation travel in Japan relative to the rest of the U.S. population? (n  =  355)	Frequency	190	74	58	16	17
	%	53.5	20.8	16.3	4.5	4.8

Table 3. actor Analysis of Novelty‐Seeking Items

	Factor Loading	Eigenvalue	Variance Explained	Cronbach Alpha
Factor 1: Thrill		8.26	41.3%	0.937
I sometimes like to do things on vacation that are a little frightening.	0.84
I enjoy doing “daring” activities while on vacation.	0.86
Sometimes it is fun to be a little scared on vacation.	0.85
I enjoy experiencing a sense of danger on a vacation trip.	0.87
I would like to be on a raft in the middle of a wild river at the time of the spring floodwaters.	0.78
I enjoy activities that offer thrills.	0.83
Factor 2: Change from Routine		2.9	14.5%	0.926
I like to find myself at destinations where I can explore new things.	0.78
On my vacation, I want to experience new and different things.	0.8
On vacation I want to experience customs and cultures different from those in my own environment.	0.81
I enjoy the change of environment which allows me to experience something new on vacation.	0.88
My ideal vacation involves looking at things I have not seen before.	0.77
I want there to be a sense of discovery involved as part of my vacation.	0.84
I like to travel to adventurous places.	0.72
I feel powerful urge to explore the unknown on vacation.	0.63
Factor 3: Boredom Alleviation		2.23	11.2%	0.899
I want to travel to relieve boredom.	0.88
I have to go on vacation from time to time to avoid getting into a rut.	0.91
I like to travel because the same routine work bores me.	0.89
Factor 4: Surprise		1.60	8.0%	0.825
I don't like to plan a vacation trip in detail because it takes away some of the unexpectedness.	0.83
I like vacations that are unpredictable.	0.82
I would like to take off on a trip with no pre‐planned routes in my mind.	0.81
Total Variance Explained			75.0%

Table 4. luster Scores on Novelty‐Seeking Factors

Novelty‐Seeking Items	Thrill Seeker		Change Seeker		Homebodies
	N  =  157		N  =  142		N  =  44
	Mean	SD	Mean	SD	Mean	SD
Thrill
I sometimes like to do things on vacation that are a little frightening.	3.67	0.737	1.69	0.947	1.39	0.722
I enjoy doing “daring” activities while on vacation.	3.71	0.708	1.75	0.879	1.34	0.776
Sometimes it is fun to be a little scared on vacation.	3.38	0.909	1.53	0.760	1.27	0.624
I enjoy experiencing a sense of danger on a vacation trip.	3.01	0.980	1.21	0.443	1.18	0.495
I would like to be on a raft in the middle of a wild river at the time of the spring floodwaters.	2.70	1.293	1.17	0.394	1.18	0.540
I enjoy activities that offer thrills.	3.78	0.745	1.83	1.045	1.41	0.757
Change From Routine
I like to find myself at destinations where I can explore new things.	4.38	0.664	4.15	0.891	1.86	1.069
I want to experience new and different things on my vacation.	4.48	0.584	4.29	0.795	1.98	1.045
On vacation, I want to experience customs and cultures different from those in my own environment.	4.10	0.833	4.31	0.835	2.18	1.040
On vacation, I enjoy the change of environment which allows me to experience something new.	4.37	0.653	4.49	0.555	2.59	1.127
My ideal vacation involves looking at things I have not seen before.	4.43	0.643	4.54	0.591	3.18	1.206
I want there to be a sense of discovery involved as part of my vacation.	4.33	0.674	4.27	0.773	2.25	1.037
I like to travel to adventurous places.	4.22	0.663	3.73	0.981	2.05	1.056
I feel a powerful urge to explore the unknown on vacation.	3.82	0.953	3.19	1.160	1.66	0.834
Boredom Alleviation
I want to travel to relieve boredom.	3.14	1.118	2.50	1.330	2.48	1.355
I have to go on vacation from time to time to avoid getting into a rut.	3.31	1.114	2.69	1.430	2.84	1.478
I like to travel because the same routine work bores me.	3.15	1.148	2.52	1.362	2.61	1.262
Surprise
I don't like to plan a vacation trip in detail because it takes away some of the unexpectedness.	3.28	1.126	2.70	1.220	2.32	1.308
I like vacations that are unpredictable.	3.15	1.012	2.56	1.176	1.77	1.031
I would like to take off on a trip with no pre‐planned routes in my mind.	3.15	1.229	2.42	1.395	2.05	1.293
Note. *5‐point Likert scale: 1  =  strongly disagree; 5  =  strongly agree.

Table 5. ovelty‐Seeking Clusters by Demographics

Demographics	Novelty‐Seeking Clusters			Chi‐Square	Sig.
	Thrill Seeker	Change Seeker	Homebodies
Education Level
Less than high school (%)	2.0	4.3	0.0	χ ^2  =  18.611	.045
High school (%)	8.3	11.4	22.7
Some College (%)	16.6	10.7	20.5
2‐yr. or vocational degree (%)	5.8	9.3	13.6
Bachelor’s degree (%)	34.6	31.4	18.2
Graduate degree (%)	32.7	32.9	25.0
Household Income
Less than $40,000	10.8	15.7	25.0	χ ^2  =  21.081	.100
$40,000–$59,999	14.9	20.9	27.5
$60,000–$79,999	16.9	14.2	17.5
$80,000–$99,999	14.2	17.9	7.5
$100,000–$119,999	10.8	9.7	12.5
$120,000–$139,999	11.5	4.5	2.5
$140,000–$159,999	4.7	6.0	2.5
$160,000 or more	16.2	11.2	5.0
Number of Children Presently Living in the Household
1	40.6	32.3	20.0	χ ^2  =  13.971	.083
2	29.7	48.4	60.0
3	26.6	16.1	6.7
4	3.1	1.6	6.7
5	0.0	1.6	6.7
Marital Status
Never married	13.5	4.3	11.4	χ ^2  =  14.038	.081
Now married	74.8	82.6	79.5
Divorced	3.2	5.8	4.5
Widowed	3.9	6.5	2.3
Living with a partner	4.5	0.7	2.3
Gender
Female	29.3	48.6	38.6	χ ^2  =  11.723	.003
Male	70.7	51.4	61.4
Age
17–30	12.7	3.7	4.7	χ ^2  =  28.744	.000
31–45	33.1	27.9	25.6
46–60	41.4	36	30.2
61–75	11.5	23.5	30.2
76 and older	1.3	8.8	9.3

Table 6. ANOVA Multivariate Results: Main Effects and Interaction Effect Between Japan Visitation Item and Three Novelty‐Seeking Clusters Using Wilks' Lambda

	Wilks' Lambda	F‐value	Sig.
Japan Visitation	0.955	3.910	0.004
Novelty‐Seeking Clusters	0.944	2.407	0.015
Japan Visitation by Novelty‐Seeking Clusters	0.970	1.263	0.260

Table 7. ANOVA Univariate Results: Main Effects—Japan Visitation and Novelty‐Seeking Clusters (Dependent Variable—Familiarity)

Familiarity Questions	Japan Visitation		F‐value	Sig.
	Yes	No
How familiar are you with Australia as a vacation destination?	2.720	2.207	5.025	0.026
How interested are you in Australia as a vacation destination?	3.093	2.769	1.523	0.218
How much do you know about Australia as a vacation destination?	2.720	2.163	7.253	0.007
How knowledgeable are you about vacation travel in Australia relative to the rest of the U.S. population?	2.861	2.000	15.360	0.000
*5‐point scale: 1  =  not at all; 2  =  a little; 3  =  somewhat; 4  =  quite; 5  =  extremely.
Familiarity Questions	Novelty‐Seeking Clusters			F‐value	Sig.
	Thrill Seeker	Change Seeker	Homebodies
How familiar are you with Australia as a vacation destination?	2.627	2.514	2.250	0.729	0.483
How interested are you in Australia as a vacation destination?	3.405	2.925	2.463	4.636	0.010
How much do you know about Australia as a vacation destination?	2.762	2.500	2.063	3.353	0.036
How knowledgeable are you about vacation travel in Australia relative to the rest of the U.S. population?	2.835	2.631	1.825	5.383	0.005

Table 8. Preference of Travel Style for Three Novelty‐Seeking Clusters Broken Out by Japan and Australia

Travel Style Variables	Novelty‐Seeking Clusters			Chi‐Square	Sig.
	Thrill Seeker	Change Seeker	Homebodies
Preference of travel style to Australia
Fully packaged tour (%)	22.9	41.2	33.3	χ ^2  =  51.636	.000
Partially packaged tour with transport & accommodation (%)	45.8	24.3	25.6
Non‐packaged, independent travel (%)	29.4	21.3	10.3
I would never go (%)	2.0	13.2	30.8
Preference of travel style to Japan
Fully packaged tour (%)	37.7	43.5	39.5	χ ^2  =  24.894	.000
Partially packaged tour with transport & accommodation (%)	29.2	16.7	10.5
Non‐packaged, independent travel (%)	16.2	12.3	2.6
I would never go (%)	16.9	27.5	47.4